Playtech and OpenBet may have been the early movers in developing their omni-channel offerings, but competitors such as Inspired and Scientific Games are emerging alongside smaller companies hoping their cutting-edge technology will help them carve out a niche in this emerging market.

Earlier this year Gaming Intelligence spoke to Playtech and OpenBet about their commitment to omni-channel development and since then each business has taken significant steps to further develop their capabilities. Playtech has launched a recruitment drive, looking to bring in 300 extra staff as it prepares to launch several large European omni-channel projects for governmental and private companies. OpenBet has acquired its Greek outsourcing centre, renaming it OpenBet Hellas, as it looks to enhance its cross-platform products.

For the uninitiated, omni-channel development is the practice of creating products for multiple channels, using a single player account for customers to move seamlessly between mobile, land-based and desktop play. For the customer it creates a convenient way to gamble, and for the operator it offers much deeper insight into player behaviour and a larger wallet share.

It is arguably currently the preserve of the larger suppliers, those that have clients with a sizeable presence in every channel, which is why Playtech and OpenBet have been leading the charge. Each has a roster of market-leading partners with a strong retail presence, powerful online offering and growing range of mobile products.

But omni-channel is increasingly attracting the attention of other suppliers...